There’s that music that plays when you’re on the phone. You’ve asked your question and the response comes back that sends shivers down your spine: ‘please hold’. The tinkle of pan pipes, or the soft brush of elevator jazz as you while away precious hours trying desperately to speak to someone, anyone. More often than not this is the frustrating situation many find themselves in when they wish to swap their mobile network providers.

Now new regulations from Ofcom have simplified the entire process, putting more control in customers’ hands. Individuals can now switch networks by simply sending a free text to their mobile provider with the switch taking place in as little as one working day.

To highlight the new rules, Three UK worked with Gravity Road on a social media campaign, ‘The Switch’. The film stars Dame Joan Collins, famed for not settling for second best, drawing from her dating history to encourage customers to take control and not stay in an unsatisfactory relationship.

The campaign, and Collins, urge customers to ‘ditch and switch’ their phone network using language that mirrors that of Collins’ romantic past, even to the point of ghosting those previous partners you’ve no wish to see.

Today it’s impossible to imagine owning a mobile phone with no internet access but when Three launched in 2003, it was the UK’s first 3G only network, gaining customers through this unique proposition. Now 3G is something every network provides and, with the new rules, customers are able to seize control over where their loyalties lie, creating an ever more competitive market as network providers vie for every last customer.

As Collins so smoothly tells us, “I’ve never settled for anyone or anything which didn’t float my boat… It’s now easier than ever to switch. So darling if they’re not satisfying you, then just... ghost them. So, take control - ditch and switch to Three.”